In 2023, a growing number of B2B marketers are now looking to intent data for increasing their lead pipeline. Whether you're leveraging your own first-party data or contemplating a partnership, incorporating intent data should not be taken lightly. In this article, we'll delve into the four critical considerations that should shape your decision-making process.
1. Pipeline Challenges: Quality vs. Quantity
Traditional B2B marketing often revolves around generating high volumes of leads in the hopes that a small percentage will convert into customers. Historically, this approach seemed justified due to the lower conversion rates that have characterized B2B sales cycles. However, as the landscape evolves, it's essential to reevaluate this strategy.
Intent data challenges this conventional wisdom by delivering fewer but highly qualified leads. By identifying genuine buying signals, intent data enables marketers to focus on prospects who are actively considering solutions, thereby increasing the likelihood of conversion. This shift from quantity to quality aligns more closely with today's B2B environment, where relevance and engagement matter more than sheer volume.
2. Identifying the Lead: Are You Targeting the Right Person?
When capturing the attention of decision-makers, it's important to remember two critical factors: the stage of the buying cycle and the involvement of larger buying teams. In the complex landscape of B2B purchases, a single decision-maker rarely holds the key. Buying committees and teams collaborate to make these informed decisions.
Targeting the "decision-maker" isn't enough; understanding their position within the buying cycle is equally crucial. B2B marketers need to tap into organic behavior and content consumption patterns, going beyond simple demographics. Intent data empowers you to identify prospects who are actively engaged in the buying journey, allowing you to tailor your approach based on their specific needs and timing.
3. Message Relevance: The Right Message at the Right Time
B2B buying cycles are intricate, often involving multiple touchpoints and stages. Delivering a uniform message to all prospects is no longer effective. Instead, understanding where prospects are in their buying journey and adjusting your message accordingly becomes paramount.
Intent data bridges the gap between organic and marketing-driven behaviors, offering a comprehensive view of prospect engagement. By discerning buying signals from these diverse behaviors, you can guide prospects down the funnel and through the buying cycle. This personalized approach enhances the likelihood of resonating with your audience and nurturing them toward a successful conversion.
4. Are Your Leads Sales Ready?
One of the ever-present challenges in B2B marketing is delivering Marketing Qualified Leads (MQLs) to the sales team at the right time. Sending leads prematurely can result in missed opportunities and inefficient use of resources.
Intent data provides a solution by providing you with actionable insights about lead readiness. High-intent prospects are then identified, allowing your sales team to engage in conversations that are both timely and impactful. This approach ensures that your sales efforts are aligned with the prospect's journey, improving the overall conversion rate and enhancing the effectiveness of your conversations.
By navigating the pipeline challenges, refining your lead targeting, delivering the right messages, and ensuring lead readiness, you can position your organization to thrive in the evolving B2B landscape. As you embark on this journey, remember that intent data is not just about data points; it's about understanding your prospects on a deeper level and fostering meaningful connections that drive results.
For a comprehensive exploration of the transformative impact of intent data on lead effectiveness, we invite you to delve into our white paper, available here. Stay ahead of the curve, harness the power of intent data, and witness firsthand how it reshapes the future of B2B marketing.
Written by Jamie Billington, Senior Marketing Manager, Marketing Services, Arizent.
